Explain how marketers market to various consumers who have different needs, motivations, and reference groups.

The Chang family is an Asian-American family who lives in a small U.S. city. The family
consists of Mrs. Chang, Mr. Chang, and two children—a boy and a girl—both who are in high
school and both plan to attend college. Mrs. Chang is a marketing manager at the local savings
bank. Her parents live in a retirement community 1,500 miles away, and she has no other
relatives. Her husband has only one family member—his father—who is in a nursing home a few
blocks away and is in the final stages of Alzheimer’s disease. Mr. Chang is an MBA and certified
CPA who works as an independent accountant from his home office. The family is moderately
wealthy and has few financial worries. Mrs. Chang reads fictional mysteries in her spare time
and enjoys Hollywood gossip. Mr. Chang reads industry-related journals. Both children play
sports, love television—especially MTV—like music, and are just beginning to date. Discuss the
various reference groups impacting this family.

List and describe at least five different reference groups that influence the purchasing
behavior of different members of this family.

Explain how marketers market to various consumers who have different needs,
motivations, and reference groups.

Explain which of the reference groups you believe is most important to this family and
describe how a firm could best market its products and services to this family. Use
specific examples to support your response.

Your report should be 4 to 5 pages in length, include at least three references, and be in correct
APA format.
Submit your assignment to the M4: Assignment 2 Dropbox by Wednesday, December 2, 2015.
Assignment 2 Grading Criteria

List and describe at least five different reference groups and
their influence on consumer purchasing behavior.
Explain how marketers market to consumers with different
needs, motivations, and reference groups.
Explain which reference group is most important to this
family and how a firm could market its product or services to
the family.
Justified ideas and responses by using appropriate examples
and references from texts, Web sites, and other references
using the APA format.
Total:

Maximum
Points

20
35
35
10

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